How to Turn a Claim from Questionable to Rock-Solid Believable


I’ve been helping one of my coaching clients Richard polish a print advertisement for his kitchen and bath remodeling business.

Here’s the last line of the ad: “That’s why our average review on Facebook and Google is 4.92 stars out of 5.”

You may be wondering…

”Why 4.92?”

Here’s why: Because 4.92 is the EXACT number. I did the math.

Not “nearly 5.”

Not “4.9.”

Four-point-nine-two. On the nose. Precise. Specific.

Precision paints a clearer picture.

Readers respond to specific.

Specificity sells.

“Nearly 5” sounds like a guesstimate.

“4.9” is better. It sounds like a fact.

“4.92” is rock-solid. It sounds like someone did the math. It’s the most believable. Readers respond to believable. Readers buy believable.

By the way, this isn’t just about statistics and math. This is about everything you write. This is about painting pictures that readers will buy. The best storytellers and marketers do this well. More on this in another email soon.

Don't go away yet..

p.s. Coaches, authors, and consultants hire me to power-up their creative content and storytelling to captivate prospects, stand-out and book more business.

Whenever you're ready, here are several ways I can help you become a storytelling stand-out so you'll land more clients without pitching and prodding:

1) Get the Story Power Profit Pack -- 52 Strategies, Tips, and Tactics  to Transform Your Content from Ignored to Adored.

2) Watch the free, 7-minute Micro-Training: “The 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.”

3) Become a Story Power VIP: Master how to discover, assemble, and deliver business-building stories. Twice-monthly live masterclasses. Members-only content. One-on-one feedback and consulting sessions. And more… If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. I’ll contact you with more details.

4) Work with me one-on-one: If you’re interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.

5) Invite me to speak at an event: I can tailor a presentation that meets the specific needs of your organization. Informative. Entertaining. Virtual or live. Potential for continuing education credits when applicable for your group. If interested, reply to this email and change the subject line to “Speaking Engagement.” I’ll circle back to discuss the possibilities.

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Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.